MARKETING ESSENTIAL

This study delves into the roles of marketing, its interrelation with other functional units, comparison of marketing mix elements between Heinz and Nestle, and the development of a marketing plan for Heinz. It emphasizes the importance of customer-centric strategies and effective marketing tactics.

MARKETING ESSENTIAL
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Table of Contents
Introduction:....................................................................................................................................3
Task 1:.............................................................................................................................................3
LO 1 Explanation on the roles of marketing how it interrelates with the other functional units of
the organization...............................................................................................................................3
P1: Assessment of roles and responsibilities of marketing functions:............................................3
P2: Evaluation of relation of roles and responsibilities of marketing with organization:...............4
M1: Assessment of roles and responsibilities of marketing in relation to Heinz:...........................4
M2: Evaluation of significance of interrelationship between marketing and other functional units
of Heinz:..........................................................................................................................................4
D1: Assessment of key elements of marketing functions and their relation with functional units
of Heinz:..........................................................................................................................................5
Task 2:.............................................................................................................................................6
LO 2: Comparing the ways in which the organization uses the elements of marketing mix for
achieving the overall business objectives:.......................................................................................6
P3: Comparing the ways in which Heinz and Nestle apply the marketing mix to their marketing
plans for achieving the business objectives.....................................................................................6
M3: Evaluation on the different tactics used by Nestle and Heinz for demonstrating how business
objectives are achieved:...................................................................................................................8
Task 3...............................................................................................................................................9
LO 3: Developing and evaluating a basic marketing plan:..............................................................9
P4: Evolution of marketing plan for Heinz:....................................................................................9
M4: Assessment of detailed marketing plan for Heinz:................................................................10
D2: Evaluation of strategic marketing plan:..................................................................................11
Conclusion:....................................................................................................................................11
References:....................................................................................................................................12
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Introduction:
The importance of marketing is enhancing considering the changing requirement of customers
moreover, the inaccurate balance between demand and supply. Organizations need to show high
credibility in order to grow and prosper in the marketplace in the context of marketing and
advertising of products or goods. The following study would highlight the marketing
performance of Heinz along with the interrelationship between its elements and the impact of
seven marketing P’s. Moreover, the study would also encompass the productive relationship
between organizational goals and that of marketing objectives or targets. Thus, the efficiency of
conducting a survey and implementing several strategies would also be highlighted.
Task 1:
LO 1 Explanation on the roles of marketing how it interrelates with the other functional
units of the organization
P1: Assessment of roles and responsibilities of marketing functions:
Market functions are focused towards enhancing the reaching power of the organization along
with standard earnings and greater retention of customers (Ferrell and Hartline, 2012). Following
are the major role behind the incorporation of marketing functions:
 To create cost-effective market plan
 To bring improvement in the products throughout the development phase
 To utilize all the given platforms for advertising and promotions purpose
 To improve the relationship with common customers and that of suppliers
 To address customer queries in a more satisfying manner
 To perform effective research and come out with productive findings
 To perfectly mix marketing elements like product, price, promotion, etc
 To overcome competitors in terms of reaching customers and identifying market trends
 To incorporate flexibility in the planning department to perform as per the changing
nature of marketplace
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P2: Evaluation of relation of roles and responsibilities of marketing with organization:
The future of the organization in the current market environment is highly depended upon the
quality of service and level of the customer base (Baker, 2014). While innovative technological
tools could be implemented for the purpose of enhancing the quality of goods, proper marketing
of services is required to attract and retain customers. A marketing plan could also enable the
enterprise to gain competitive advantage and pressurized other companies fighting for the same
buyer. Moreover, promoting is necessary to expand business and attract more clients and other
suppliers. Thus, marketing is the second most priority of any retail enterprise after financing to
achieve objectives and overcome contingencies.
M1: Assessment of roles and responsibilities of marketing in relation to Heinz:
Heinz is one of the most advanced food processing company needs an ideal strategic
environment to grow and become highly innovative organizations across the globe. The above-
mentioned roles and responsibilities could improve the competitive character of the enterprise
and win the trust of rational or loyal customers (Solomon, 2014). While the advertising would
attract more food manufacturers across the UK, that of a marketing plan would enable the
enterprise to move systematically in the marketplace. Moreover, social platforms could be
utilized to aware of many clients and effective interpersonal skills employees could be recruited
to address customer queries properly. Thus, market flexibility would enable the enterprise to
maintain stability in different market conditions and maintain consistency in terms of
profitability.
M2: Evaluation of the significance of interrelationship between marketing and other
functional units of Heinz:
The functional areas of Heinz are listed below:
Human resource:
Through the implementation of effective advertising, more individuals would be attracted to
participate and HR professionals would have better chances of recruiting talented professionals
as per the necessity of the enterprise. Thus, the performance of each department would improve
in this manner (Chaffey and Ellis-Chadwick, 2016).
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Customer service:
By utilizing marketing platforms like social media, it would become easy for the managers of
Heinz to address customer queries and provide quick resolution to the same. Moreover, the
survey could also be used to understand the actual requirements of the customers and perform
accordingly to gain a competitive advantage over competitors or rivals.
Sales:
Due to the enhanced frequency of advertising, more customers would be attracted as a result of
which the overall revenue of the enterprise would enhance in the marketplace (Kirtiş and
Karahan, 2011).
Finance:
Marketing and promotions often increase the goodwill of the enterprise in the marketplace which
further reduces the complexity of obtaining a loan and maintain the working capital to perform
day to day operations.
Apart from the functional units mentioned above, production and operation activities of Heinz
would also be improved due to consistent feedback from the customers who are the real asset of
the organization.
D1: Assessment of key elements of marketing functions and their relation to functional
units of Heinz:
The key elements of marketing functions are majorly divided into four types such as product,
promotion, price, and place. While product which is food processing service in the context of
Heinz is the only resource to generate cash and survive in the marketplace (Fifield, 2012).
Termination of food processing service could create a situation like liquidity, bankruptcy etc for
the company and necessary actions should be implemented to improve the same.
On the other hand, price contributes towards increasing the competitive character of the
organization and win buyer from other big competitors or rivals. Price is very sensitive and
charging reasonable rate is significant to improve and succeed in the marketplace. Moreover,
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promotions are necessary to reach out to as many customers and the place is necessary to
increase the level of profitability and reach a good level of demand among society.
Task 2:
LO 2: Comparing the ways in which the organization uses the elements of the marketing
mix for achieving the overall business objectives:
P3: Comparing the ways in which Heinz and Nestle apply the marketing mix to their
marketing plans for achieving the business objectives
The seven P’s of the marketing mix for Heinz are as under:
Product:
Nestle offers a wide range of products to its customers with almost over brands under its name.
The products include milk, coffee, bottled water, infant foods, yogurt, cream, chocolates, and
beverages. The product bag of Heinz is smaller when compared to that of Nestle (Sousa and
Filipe Lages, 2011). Heinz aim product is tomato ketchup while diversifying into another
product base such as salad cream, ready to serve soups, sauces, baby food, vinegar, mustard,
gravies, and pasta sauce. Despite having a smaller kitty with respect to the product base, the
products offered by Heinz are available in bottles and sachets in various sizes aimed to suit the
needs of the individual customers just as in case of Nestle.
Price:
The pricing strategy used by Nestle is flexible which in one of the main reasons behind the
global success of the company. In addition to this, the company lay additional stress on the
quality of the products offered to its customers thereby, defining the higher prices of the
company’s product in the target market (Kumar and Rajan, 2012). The pricing strategy varies
from one product to another this, in turn, enables the company to maintain the product rates at a
sustainable position in the target market. However, for most of the products of the company, the
strategy used is competitive pricing strategy. The Company offers both bulk purchase discounts
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in the wholesale markets while at the same time, providing lower rate or economic rate products
in the economy class driven market.
The pricing policy adopted by Heinz is competitive pricing policy wherein, the company keeps
the prices of the products close to the price range of the competitors’ products in the same
brackets. The company also has a reasonable pricing policy wherein, the customers are offered a
quality product at reasonable rates. These pricing policies enable Heinz to increase brand loyalty
thereby, increasing the revenue for the company and thus, meeting the desired objectives (Lusch
and Vargo, 2014).
Place:
Currently, Nestle operates in over 95 countries across the globe with the help of a very strong
and efficient supply chain. The company has been efficient in maintaining the brand image in the
market where it operates making it easier to expand to the neighboring regions. The products are
made available to both the urban as well as the rural region. Like Nestle, Heinz is also an
established brand in the food and beverage industry and has its presence in various countries
across the globe (Moogan, 2011). The products of Heinz are manufactured on six continents
while the company also has various research and development facilities in several countries. Like
Nestle, the strong supply chain of Nestle enables the company to make the products available in
the target market with ease. However, the Heinz products have a lower presence in the rural
region as compared to the urban region and are the only area where both the companies differ.
Promotion:
The promotional strategies used by Nestle are very well planned and use both traditional as well
as modern marketing techniques. However, with the increasing use of the internet, the additional
stress is laid on the modern marketing techniques using the social media platforms and other
electronic and print media. Like Nestle, the promotional strategy of Heinz is more inclined
towards the modern marketing techniques due to the increased brand awareness and the lower
cost implications (Papadopoulos and Heslop, 2014).
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People:
Both Nestle and Heinz are aware of the importance of People mix in the marketing process,
therefore, both the companies invest an adequate amount of time in the training and development
of the employees and making them equipped with necessary skills useful for positively
influencing the market.
Processes:
Both Heinz and Nestle understand the importance of process mix and therefore, ensure that the
sales representative of both the companies is able to provide relevant and supportive services to
the customers or retailers or wholesalers with an object to create brand loyalty and increase
business relationships with the other party (Walker and Mullins, 2011).
Physical evidence:
As in the words of (Yannopoulos, 2011), in the current business environment, the customers are
more likely to be influenced by what they see and then assess their physical structure. Both
Nestle and Heinz have been aware of the same, therefore, in order to influence the customers’
confidence, both the company’s managers have ensured a more conducive environment in order
to attract customers and thereby, achieving the desired objectives as well.
M3: Evaluation of the different tactics used by Nestle and Heinz for demonstrating how
business objectives are achieved:
Based on the assessment of the marketing mix of both Nestle and Heinz it can be said that
majority of the tactics used by both the companies are similar to one another. For instance, both
Nestle and Heinz are aware of the importance of people mix, physical evidence and process mix,
therefore, have incorporated similar tactics to attract the customers while at the same time, retain
the old ones. Moreover, in order to achieve the objectives relating to increased revenue and profit
margins, both the companies use the modern marketing techniques as it helps them to reach a
wide base of customers while at the same time, the cost implication of this tactic is lower as
compared to the traditional one (Yannopoulos, 2011).
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However, the pricing strategies for both the companies differ from one another. Heinz uses both
competitive pricing as well as penetration pricing for its products while on the other hand, Nestle
uses only competitive pricing. Heinz uses the penetration pricing strategy for entering the new
market or introducing a new product in the market. However, both the company uses reasonable
pricing strategy and value-based pricing tactic to define the products prices and its superior
quality. Heinz, however, stresses more on the urban population while Nestle gives equal weight
age to the rural as well as urban sector. Both the tactics are justified as Heinz has lower product
base to offer the rural population extensive while Nestle products base has over 6000 brands to
meet the rural population needs as well (Neti, 2011).
Task 3
LO 3: Developing and evaluating a basic marketing plan:
P4: Evolution of marketing plan for Heinz:
Proper construction of marketing plan is necessary to grow and prosper in the marketplace and
deal with the contingencies arising from significant sources. Further, the sense of flexibility
could also improve the level of stability and elasticity in the overall working environment to
overcome competitors and rivals. Heinz would be able to compete with other big organizations
with the assistance of following a marketing plan.
Survey:
The marketing plan of Heinz should begin with the conduction of survey in order to incorporate
the feedback from the customers and understand the areas which could improve the performance
of the organization. The frequency of survey should increase if the competition in the market is
tough and vice-versa (Neti, 2011).
Social platforms:
Use of social platforms for advertising purpose could improve the reaching power of Heinz and
contribute towards gaining competitive advantage in the marketplace. The social platform is cost
friendly and have huge expansion and reach towards the customers.
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Flexibility:
Identification of market trend and performing accordingly is necessary to enhance profitability
and fulfill the dream of market expansion.
M4: Assessment of detailed marketing plan for Heinz:
The above-mentioned marketing plan could improve the performance of Heinz:
SWOT analysis:
Implementation of SWOT analysis at regular intervals could enhance the level of opportunities
and fulfill the gaps present in the current strategic environment of the enterprise.
Market mix:
The seven P’s should be properly mixed in order to create ideal marketing situation for Heinz
and accomplish the respective goals or objectives. Managers should put more attention towards
elements like price, product, place, etc (Borland and Lindgreen, 2013).
Customer requirements:
Requirements of customers should be accurately addressed in order to achieve new goals and
overcome competitors or rivals in the same industry. Fulfilling the requirements of the customers
is necessary to improve the performance and position of the organization and achieve respective
financial and non-financial goals.
Planning of portfolio:
Identification of services gain more popularity among customers could enhance the revenue
generation cycle of Heinz and overcome competitors or rivals. Portfolio planning could also
reduce the level of risks or uncertainties and increase the credibility and reach the power of the
organization (Lusch and Webster Jr, 2011).
SMART goals:
The objectives and targets of marketing should fall within the boundary line of SMART goals to
proceed systematically and deal with contingencies in an accurate manner.
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D2: Evaluation of strategic marketing plan:
The strategic marketing plan needs to be constructed with the appropriate mixture of seven
marketing P’s such as price, place, promotion, product, etc. The marketing objectives of Heinz
are as follows:
 To enhance brand power
 To increase the level of revenue and sales
 To enhance the frequency of profitability
 To create cordial relationship with customers and other stakeholders
 To attract and retain more customers and clients
While price would attract the price-sensitive customers, enhancing the quality of the products
could retain customers for a longer period of time. Moreover, performing marketing activities
inaccurate locations could increase the level of profitability and do promotion activities could
enhance the reaching power of the enterprise (Lusch and Webster Jr, 2011).
Conclusion:
The study highlights the marketing significance in the current competitive environment to
overcome competitors or rivals and attract customers from significant sources. Moreover, Heinz
with the proper mixture of seven marketing P’s could win the trust of customers or buyers and
deal with the contingencies and issues in best possible manner. Thus, conducting a survey and
executing SWOT analysis could increase the frequency of opportunity and reduce threats
accurately (Lusch and Webster Jr, 2011).
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Sousa, C.M., and Filipe Lages, L., 2011. The PD scale: a measure of psychic distance and its
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